kurier.at Feed-based Dynamic Ads
Intro
Through feed-based dynamic ads, e-dialog enabled advertising materials to be continuously up-to-date without delay or additional effort. By targeting audiences based on interests (sports, business, politics), users could be reached with the ideal advertising material for them.
Goals
- Attracting new users to the website
- Better engaging existing customers
Thanks to the current messages and targeted targeting in the campaign implemented by e-dialog, we were able to gain high-quality contacts for kurier.at.
Stephanie Mauerer, MBA, Head of Campaign Management, KURIER Digital
Strategy
- Feed-based dynamic ads with current headlines
- Audience targeting by interests
- Engaging returning users with the section they last visited
- Creating Similar Audiences with 1st-party data from Kurier users
Measures
A campaign with feed-based dynamic ads was developed for kurier.at. The current headlines from the business, politics, and sports sections were automatically saved in a data feed and loaded into the ad banners in real time.
To further increase relevance for users, audiences were formed for the business, politics, and sports areas and then served with headlines from their relevant sections. Returning readers were addressed with the section they had last visited.
Additionally, Similar Audiences were created using 1st-party data from Kurier users to specifically target new customers.
Results
Thanks to the up-to-date content in the banners and targeted targeting, high-quality contacts were gained for kurier.at. During the comparison period, users spent an average of 13% more time on the site, and the bounce rate was reduced by 65.4%.
- % Time on Site
- % Bounce Rate
